Clems Sydney Brings Back D-D-Demazin

Clems Sydney Brings Back D-D-Demazin
B&T Magazine
By B&T Magazine
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After years in hibernation, the iconic and nostalgic ‘D-D-Demazin’ mnemonic from the 80s and 90s is back. The new ad, developed by Clemenger BBDO Sydney, will evoke fond childhood memories of Demazin, a well-known brand that has been treating Australian families for more than fifty years.

While the new spot, directed by Airbag’s Chris Hill, takes us down memory lane, it is brought to life by a new and refreshing take, making it more relevant to modern families. The story of a working mum who takes a household under siege from cold and flu in her stride, is told through a D-D-Demazin spin on the classic Laura Branigan song ‘Gloria’.

“As we head into cold and flu season, we want Demazin to be at the forefront of people’s minds when they head into pharmacies. And what better way to do that than by bringing back the brilliant mnemonic of D-D-Demazin,” Clemenger BBDO Sydney joint ECD Darren Wright said.

Demazin was acquired by iNova Pharmaceuticals in 2019, with the aim of revitalising the brand and restoring it to its former glory. According to iNova’s ANZ Managing Director, Andrew Jenkin, “iNova has a strong track record of acquiring, building and launching trusted consumer healthcare brands, so we’re really excited about refreshing and modernising Demazin and launching it to a whole new generation of parents.”

iNova is a multinational pharmaceutical and consumer health care company that markets and sells a wide range of market-leading products, with a strong focus on the cough, cold and flu category. As part of the new Demazin campaign, iNova has also revitalised the brand through new packaging and new product launches.

This campaign is Clemenger BBDO’s first work for Demazin after iNova Pharmaceuticals appointed the agency to its creative account earlier this year.

Credits:

Production Company – Airbag

Director – Chris Hill

Producer – Megan Ayers

DOP – Kieran Fowler

Editor – Dan Lee @ Arc Edit

Vocalist – Natasha Stuart

Music Re-arrangement – Hylton Mowday @ We Love Jam

Sound Engineer – Andrew Stevenson @ We Love Jam

Agency – Clemenger BBDO Sydney

Joint Executive Creative Director – Darren Wright

Art Director – Mick Pollard

Copywriter – Zander Williment

Online Editor – Jess Morgan

Producer – Jo Howlett & Kirstin Lees

iNova Pharmaceuticals

Executive Director – Portfolio Strategy & Innovation – Filomena Maiese

Head of Marketing – Consumer Healthcare – Steve Maidment

Senior Brand Manager, Demazin – Elise Hodgson

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Clemenger BBDO Sydney Demazin

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